we use, we use a few different analytics tools, but one of them we use is something called chart beat which enables us to not only see how many people are reading, it's data in the aggregate, so there's no -- we can see how many people are reading at any given moment in time. you can also see how far down an article they get which is really, really interesting. because sometimes you'll have a great headline which will get lots of people, and you'll think, wow, who would have thought that that many people wanted to know about that topic. but then you see you'll have 70% of people who will drop off after the first paragraph. but then you'll have other pieces like, you know, walter kern just wrote a wonderful first-person essay. he's a gun owner, he has, you know, carries guns in his car, talks about how he's had to pull them on people and sort of tries to explain why so many gun owners feel so strongly about their weapons and their rights. anyway, but the number of people who read really, really deep into that piece was on the web was, um, you know, well over 70%. which, um, is not a nu